How to move past creating content for early-stage buyers
Two of the biggest issues content marketers face are creating content that appeals to deeper-level leads across the marketing funnel as opposed to early-stage prospects, and creating genuinely interesting, quality content that goes beyond talking about their companies' product offerings. According to a Forrester Research study of 113 B2B marketing executives, "[A] majority of B2B content practices focus too narrowly on early-stage buyer acquisition — which fails to engage buyers throughout their lifetime."
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